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Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

This chapter explores the relationship between emotional design and customer experience. It begins with an introduction to the concept of emotional design, comprising behavioral, visceral, and reflective elements. Next, the nature of service experiences is examined, leading to a framework that classifies services according to their functional and experiential positions. Understanding customer goals allows this framework to be used to design customer experiences, in terms of the journey that customers take when consuming a service. The chapter then discusses the cognitive traits associated with designers and argues that they are well suited to understanding the customer journey and designing the prerequisites for the desired experience. Two different approaches to understanding and acting on customer requirements are explored – user centered and design driven.

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

Purpose – The purpose of this chapter is to conduct a critical literature review that examines the origins and development of research on service robots in organizations, as well as the key emotional and cognitive issues between service employees, customers, and robots. This review provides a foundation for future research that leverages the emotional connection between service robots and humans.

Design/Methodology/Approach – A critical literature review that examines robotics, artificial intelligence, emotions, approach/avoid behavior, and cognitive biases is conducted.

Findings – This research provides six key themes that emerge from the current state of research in the field of service robotics with 14 accompanying research questions forming the basis of a research agenda. The themes presented are as follows: Theme 1: Employees have a forgotten “dual role”; Theme 2: The influence of groups is neglected; Theme 3: Opposing emotions lead to uncertain outcomes; Theme 4: We know how robots influence engagement, but not experience; Theme 5: Trust is necessary but poorly understood; and Theme 6: Bias is contagious: if the human mind is irrational…so too are robot minds.

Practical Implications – Practically, this research provides guidance for researchers and practitioners alike regarding the current state of research, gaps, and future directions. Importantly for practitioners, it sheds light on themes in the use of AI and robotics in services, highlighting opportunities to consider the dual role of the employee, examines how incorporating a service robot influences all levels of the organization, addresses motivational conflicts for employees and customers, explores how service robots influence the whole customer experience and how trust is formed, and how we are (often inadvertently) creating biased robots.

In this chapter, the authors investigate the experiences of air passengers in the airside setting of commercial airports. Whilst the concept of liminality has found increased interest in tourism studies, only few studies have contextualized the airside experience as a liminal one. We investigate the role of food and beverage (F&B) consumption in this context as well as factors influencing F&B outlet patronage intentions. Using a European non-hub commercial airport as practical unit, we applied a mixed methods single case-study methodology to investigate F&B outlet choice in the airside setting. It becomes evident that perceptions of liminality play an important role in this context. Findings support the claim that the airport environment constitutes a special context, an encapsuled or protected space; not only for passengers, but also for employees alike. Whilst airports have a certain uniformity to regular travelers, infrequent travelers perceive air travel as an extraordinary activity, often paired with a certain uncertainty about related procedures. Evidence suggests that passengers’ emotional states play a key role in consumption decisions. Depending on travel purpose and direction, passengers showed differing consumption behaviors.

Understanding the airport airside area as a liminoid space and using the concept of boundary work for the transition between home and work realms (and back again) thus serves as a suitable frame of reference to help understand the phenomena that were observed and analyzed in this study. F&B consumption can then be understood to support the mental transition between home and work realms. Our findings thus allow linking the passenger clusters’ different consumption behavior to prevailing emotional states in their transgressions between work and home realm in the liminoid airside context.

This chapter describes and tests the principles of configural theory in the context of hospitality frontline service employees’ happiness-at-work and managers’ assessments of these employees’ quality of work performances. The study proposes and tests empirically a configural asymmetric theory of the antecedents to hospitality employee happiness-at-work and managers’ assessments of employees’ quality of work performance. The findings confirm and go beyond prior statistical findings of small-to-medium effect sizes of happiness-performance relationships. The method includes matching cases of data from surveys of employees (n = 247) and surveys completed by their managers (n = 43) and uses qualitative comparative analysis via the software program fsQCA.com. The findings support the four principles of configural analysis and theory construction: recognize equifinality of different solutions for the same outcome; test for asymmetric solutions; test for causal asymmetric outcomes for very high versus very low happiness and work performance; and embrace complexity. The theory and findings confirm that configural theory and research resolves perplexing happiness–performance conundrums. The study provides algorithms involving employees’ demographic characteristics and their assessments of work facet-specifics which are useful for explaining very high happiness-at-work and high quality-of-work performance (as assessed by managers) – as well as algorithms explaining very low happiness and very low quality-of-work performance.

Artificial Intelligence (AI) has revolutionised the tourism industry, offering personalised experiences and streamlining operations. AI provides customised recommendations for travellers through data analysis and machine learning, making their journeys more meaningful. It has also improved efficiency through automated processes, chatbots and enhanced security measures. AI's ability to analyse large volumes of data enables tourism organisations to make data-driven decisions and target their marketing strategies effectively. One of the most notable contributions of AI in tourism is its ability to offer personalised recommendations. By analysing vast travel history, preferences and online behaviour, AI systems can provide tailored suggestions for destinations, accommodations, activities and dining options. This level of customisation enhances the overall travel experience, making it more relevant and satisfying for individual travellers. AI has also greatly improved operational efficiency within the tourism sector. Chatbots, powered by natural language processing, are increasingly being deployed by hotels, airlines and travel agencies to provide instant customer support and assistance. These chatbots can answer queries, offer recommendations and handle booking processes, reducing waiting times and enhancing customer satisfaction. In addition, facial recognition technology allows for quick and accurate identity verification at airports, hotels and other travel-related facilities. This improves security and provides travellers with a seamless and efficient experience. As technology advances, we expect AI to play a more prominent role in augmented reality, voice recognition and virtual assistants, further enhancing the travel experience and facilitating seamless interactions. In conclusion, AI has transformed the tourism industry by providing personalised recommendations, improving operational efficiency, enhancing security measures and enabling data-driven destination management.

This study provides insights into the most salient elements of the Costa Rican bar servicescape/barscape (atmosphere). This is done qualitatively via six focus groups, six expert interviews, and six on-site observations. Results indicate that servicescape elements traditionally covered by the literature are of secondary importance. Participants instead emphasized social elements (other patrons, staff), supplemented by ambience elements (music, lighting, colors, noise, air, odors, scents). Moreover, the underlying socialization interest steered ambience preferences. Results support the increasingly important social servicescape notion. Generalizing traditionally studied servicescape elements across cultures and hospitality settings, as conventionally done, may result suboptimal. Commonalities might exist. However, research should be specifically contextualized to gain more nuanced servicescape understandings. Relating servicescape preferences to macro, meso, and micro considerations further enhances how servicescapes are understood. This study is the first to explore Latin-American barscapes. Notably, it expressly links servicescape preferences to patronage motives. It thereby uncovers why certain servicescape elements become important.

Cultural consumption is the study of the motivation for the consumption of, and experiences related to factors such as lifestyle, soft skills, landscapes, traditions, professions, history and nature etc. Innovative approaches in experiential marketing such as customization, service diversification and cultural assimilation for strengthening customer relationships are recommended strategic approaches for supporting business growth and development. In recent times the pandemic situation in Japan resulted in a 93% decline in inbound tourism (JNTO, 2020). To support customer trust and relationship Japanese resorts such as Onsens and Ryokans embarked on innovative experiential marketing strategies to continue customer relationship while also dealing with the official prescribed restrictions for preventing the spread of infection. This chapter explores the innovative experiential marketing adopted by Japanese resorts and contributes to the identified need for more knowledge in the area. A multiple case approach was adopted and information from 12 resorts was obtained through secondary data. Results identify five innovative marketing approaches that were used by the Japanese resorts studied in this research. The chapter contributes theoretically in relating cultural consumption to experiential marketing in COVID-19 times, opens discussion for policy implications and aims to provide some inspiration to other firms in the business of tourism related to cultural consumption.